The IPA TouchPoints initiative - creating the missing link
Lynne Robinson, Jennie Beck and Steve Wilcox
The IPA TouchPoints Initiative is a UK and global first. The initiative, led by the UK communication agencies, has produced the first holistic view of how consumers use a wide range of media channels, and how this usage fits in with their daily lives.
The IPA TouchPoints initiative – creating the missing link
Lynne RobinsonInstitute of Practitioners in Advertising, United Kingdom
Jennie BeckRSMB Research, United Kingdom
Steve WilcoxTNS Media, United Kingdom
INTRODUCTION
The global media landscape...
